British Athletics Secures Müller As Title Partner For Anniversary Games

Yogurt and chilled dairy pudding manufacturer Müller Yogurt & Desserts has signed a deal to become a major events partner to British Athletics for the summer of 2016.

The dairy company will be the title partner for the world-class Anniversary Games in London at the end of July and lead partner for the British Championships, where Britain’s best athletes will attempt to qualify for the Olympic Games.

The ‘Müller Anniversary Games’ consists of the prestigious IAAF Diamond League and IPC Grand Prix Final and will take place at the Queen Elizabeth Olympic Park on 22-23 July. 

The British Championships will be held in Birmingham over three days from 24-26 June and Müller will be the lead partner for this event, giving them branding rights at the Alexander Stadium.

British Athletics chief executive Niels de Vos said: “It is very exciting to have a huge brand such as Müller throw their support behind athletics and join us at such an exciting time. We’re looking forward to working with Müller to stage some of the best athletics events in the world and continuing to grow the sport.”

Michael Inpong, Chief Marketing Officer at Müller, said: “We are a proud supporter of British Athletics, and this partnership makes perfect sense for us on the back of our Partnership with Team GB, as many of the famous faces we know and love will compete in these events in the run up to this year’s Olympic Games in Rio.”